As we wait for GM to officially declare bankruptcy (see Bondholders Push GM to Brink) and a decision on Opel (Berlin Considers Buyer for GM Unit), I thought I’d share an interesting article from this week’s edition of the Economist on Fiat’s quest to create a global automobile firm (see Marriages Made in Hell).

According to the Economist:

The bold attempt by Sergio Marchionne, chief executive of the Fiat Group, to use the crisis that has overwhelmed Detroit to forge a three-way merger between Fiat Auto, Chrysler and General Motors’ European arm, Opel, has been greeted both with admiration (for his chutzpah) and scepticism (about his ability to pull it off). The sceptics say cross-border mergers in the car industry have a poor record and that Mr Marchionne is biting off much more than he can chew.

Assuming Mr Marchionne does get both [Chrysler and Opel] deals done, that is when the hard part will begin. Adam Jonas of Morgan Stanley says that although the three-way combination could make 6m cars and around $100 billion of revenue, he doubts whether it will be able to operate in a fully integrated way like VW or Toyota “for perhaps decades”. He also questions Mr Marchionne’s faith in scale, suggesting it is a function of success rather than prerequisite for it and gives warning that even successful mergers bring with them “many hidden cost burdens (financial and non-financial)” and that these can spiral if things do not go well.

The doubts are rooted in experience. With the partial exception of the alliance formed between Renault and Nissan a decade ago, auto-industry mergers usually go wrong and destroy rather than create value.

Personally, I think it is extremely generous to refer to the Renault and Nissan deal as a success. Let’s just say it hasn’t fallen apart, yet. But that is neither here nor there. The real point is that these types of deals generally fail.

The skepticism detailed in the Economist is entirely consistent with the views I expressed several weeks ago in the post Is Fiat Nuts??:

If it weren’t enough that Fiat is trying to expand on the North American front via its alliance with Chrysler (see Now Introducing Fiat/Chrysler), it now seems as if Fiat wants to simultaneously expand its empire closer to home (via an acquisition of Opel)…

Are they nuts??? It is hard enough to pull off one integration the size of Chrysler, but now they are going to try to pull off two? And to top it all off, we’re talking about foreign integrations, where economic, political, and cultural differences compound the complexity. Frankly, I am surprised that Fiat’s board would give Marchionne the approval to simultaneously attempt both deals. A prudent board would counsel Marchionne to eat one cookie at a time, lest he get indigestion. So much for corporate governance.

“From an engineering and industrial point of view, this is a marriage made in heaven,” [Marchionne] was quoted as telling the Financial Times on Monday.

Or [as I put it at the time] an integration made in hell.

The Economist continues:

The corporate troubleshooter [Marchionne], who, since 2004, has been responsible for a highly successful turnaround at Fiat, has reached the conclusion that volume carmakers will in future need to sell at least 5.5m vehicles a year to be viable. With just over 2m sales last year, Fiat is too small to get there on its own. The choice, he believes, is a stark one: Fiat must be either a nimble hunter or wait to be gobbled up by someone else.

I responded to that specious logic with the following:

I just don’t get it. Why the preoccupation with size? I remain unconvinced that largess is a means to success. Just ask Jurgen Schrempp and the folks at Daimler, who ran around spewing the same nonsense about scale and survival before their acquisition of Chrysler.

Size certainly leads to increased revenues, which helps justify exorbitant managerial pay. But given the organizational complexities that go hand in hand with size, size does not always translate into increased profitability.

In order to truly benefit from size, there must exist extremely large economies of scale and scope. Perhaps such economies (the ability to economize on platforms, dealerships, suppliers, etc.) exist in theory in the auto industry. However, the power of the auto unions, coupled with the structural characteristics of the countries in which Fiat, Chrysler, and Opel operate make capturing synergies very difficult.

Fiat will certainly encounter difficulties when trying to capture synergies based upon economies of scale. But the trouble with Marchionne’s logic does not end there.

The fact remains, there is absolutely nothing wrong (from a strategic perspective) with being the hunted instead of the hunter. Lest we forget, managers act in the capacity of agents for shareholders. As such, they have a fiduciary responsibility to maximize shareholder value. If maximizing shareholder value means selling to a high bidder, then so be it. Shareholders generally end up better off in cases where their firm is the target rather than the acquiror. Moreover, looking only to be the hunter can be self-serving on the part of managers – it helps enrich them, allowing them to build empires and become entrenched along the way, while ultimately destroying shareholder value.

If Marchionne is truly interested in acquiring Chrysler and Opel because he believes it is better to be the hunter than the hunted, then we must question his motivation. It could be, as I pointed out in my previous post (Is Fiat Nuts??), that:

Marchionne, aided by a board of directors that he has in his back pocket, is engaging in a form of empire building whereby his own personal interests in building the world’s second largest automaker are taking precedence over the best interests of Fiat’s long-term health and prosperity.

Nevertheless, for those of you interested, I encourage you to read the entire Economist piece. It provides a nice perspective on the proposed three-way deal. That said however, it still came across as if the authors believe that the Fiat/Chrysler/Opel deal makes strategic sense, and that if anyone could pull off such a deal, it is Mr. Marchionne.

I am less sanguine. My stance toward Fiat/Chrysler/Opel therefore remains: Guilty until proven innocent.

This entry was posted on Wednesday, May 27th, 2009 at 8:41 pm and is filed under Bankruptcies, Corporate Strategy, International Strategy. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.